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A Higher Standard of Care.


Table Of Contents 8 9 11 12 13 14 15 16 19 21 23 24 25 27 28 29 31 32 33 34 35 36

Introduction The Halesco Name Basic Elements Primary Colors Logo Wordmark Basic Rules Unauthorized Usage Typography Typefaces Uniforms Identity Badge Scrubs Signage Room Sign Campus Sign Vehicles Ambulance Bus Campus Shuttle Rapid Response Vehicle Police Car


Introduction This manual was developed to promote appropriate and consistent use of Halesco’s updated Branding and Identity Standards. The elements of image and identity are among the most obvious things we notice when we are first exposed to materials from any company. Careless or haphazard identity usage can reflect negatively on our company. On the other hand, recognizable and consistent branding and identity standards strengthen the Halesco name, our hospital, and our services. This manual is designed to help you easily locate the most current Halesco identity information. It includes usage examples and electronic graphic files that support and simplify a consistent identity. 1 Tampa General Cir, Tampa, FL 33606 Telephone: (813) 319-5349 Email: HalescoBrand@Halesco.com Web site: www.Halesco.com

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The Halesco Name The formal name of our hospital is Halesco Health Systems, but it is often informally referred to solely as Halesco. Our Hospital has a long standing history in the city of Tampa, Florida and derived it’s name from a combination the greek word hale(ability to heal) and Aceso(Greek goddess of the healing process.) This gave us a name with honor and meaning that allows us to uphold and represent our standing in the medical world. We are unified under the Halesco name and its strength has represented us as a bold healing force in our community. We’ve created this manual to demonstrate how our name is presented across our hospital’s campus and out into the community. Every sign, uniform, and vehicle must be executed with the same detail and precision that our surgeons practice and must reinforce that we are reliable and prompt in every situation. Take every page into great consideration and memorize the vision we aim to create. Thank you for following our brand standards manual. Thank You,

Leland Harris Privluett Halesco Founder

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Basic Elements 11


Primary Colors

Secondary Colors BLACK C=0 M=0 Y=0 K=100

WHITE C=84 M=24 Y=55 K=5

SEAFOAM GREEN

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C=84 M=24 Y=55 K=5

TAMPA TEAL

C=84 M=24 Y=55 K=5

FOREST GREEN

C=0 M=0 Y=0 K=0


The Logo

The full color representation.

Solid Black to be used on white backgrounds on applications such as newspapers.

Solid White to be used on solid dark colors.

The Halesco Logo features two prominent H letterforms that come together in a downward perspective forming what appears to be a cube. The two H letterforms also create the medical cross in the diamond that they form at the top of the logo. In the full color version the Seafoam Green always fills the right H while the left displays the Tampa Teal. Capping it off is the Forest Green for the top four diamonds. This color logo must always be displayed in this way and also makes color relatioships with the full logo after the wordmark is combined.

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Wordmark Full Color Representation. The “H” in Health Systems always lines up with the lowercase L in Halesco and the full “Health Systems stretches to the end of Halesco’s final letter.

Solid Black to be used on white backgrounds on applications such as newspapers.

Solid White to be used on solid dark colors.

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Basic Rules The space between the Logo and Wordmark is always the width of the ascender on the H

The height of the H in Halesco matches the height of the angled H in the logo.

The H in Health Systems lines up with the start of the L in Halesco.

The full Halesco Logo combines the logo and the wordmark to create our predominant company identifier. The color systems stay the same when combined and do not mix and match. However with the full color presentation the large Halesco wordmark matches the color of the four top diamonds while the “Health Systems� is the primary Tampa Teal. Presenting the logo in any other color scheme is unacceptable and should never be done. Solid black and solid white are the only other ways that it should be used and those uses are for newsprint ads and low-end print materials only.

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Incorrect Usage

None of these logo representations are acceptable due to a multitude of reasons. From left to right: No squash or stretch, No alternate colors whether the value placement is correct or not, No wild color changes, and no mixing of the Halesco primary colors in the logo.

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Typography 19


Typography Maven Pro

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 To be used to signify the beginning of a new section or department. Typically 24-30pt type.

Baskerville ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 To be used in settings that require paragraphs or large blocks of type Typically 8-10pt type.

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Uniforms 23


Identity Badge

Everyone employed at Halesco Health Systems wears the Halesco Badge. The badge is set up in a vertical orientation so I can properly hang from the shirt pocket. The bottom of the badge has a PDF code containing all employee information. The name and picture are surrounded by two official color bars containing Forest and Seafoam Green.

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Scrubs

The Halesco scrubs are standardized dress worn by all doctors and nurses employed with Halesco Health Systems. The scrub material is Tampa Teal with a white Halesco logo on the right hip and chest.

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Signage 27


Room Sign

The Room numbers throughout the hospital are located 55 inches from the highest baseline to the floor on the wall. Accompanying the room number is braille. All of the signs have the Seafoam Green background, with white numbers for the best contrast and high visiblity. At the top is the Halesco primary logo.

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Campus Sign

The Halesco sign is a Geometric sign designed by Frank Lloyd Wright. The sign itself is comprised of 3 rectangles using the Official Halesco colors Tampa Teal, Seafoam Green and Forest Green. The sign stands 8ft tall fitting within all commercial code regulations.

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Vehicles 31


Ambulance

The Halesco Ambulance has a very distinct look and uses our Halesco logo on the rear corners transferring the cubist look onto the emergency vehicle. Corresponding with the alternating colors of the logo, the colors on the sides of the ambulance are reflective to allow them to be easily read at night. The stripe on the right side of the ambulance is Seafoam Green while the left is tampa Teal and the stripes are elevated to a height of 4 feet above the bottom of the cab to be readable over automobiles of standard height.

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Public Transit Bus

The Halesco Health Systems campus has a public transit service that can go off campus around the immediate area to serve our long term patients. This bus also utlizes Halesco’s alternating colors on either side and the Halesco H around the rear corners much the same way that they are presented on the Ambulance. Seafoam Green on the left and Tampa Teal on the right this bus parades around the city displaying our bold wordmark in white. The wordmark is presented over the wheel well and the wrap covers the windows with a mixture of 3M solid Vinyl and Window Screen vinyl to allow passengers to see out, while also creating the desired look.

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Campus Shuttle

The 2008 Porsche Cayenne S is a supercharged SUV tasked with transporting visitors to and from the airport as well as general transportation between campuses. This luxury vehicle provides the highest level of comfort for our employees and patients. With a base color of white the Cayenne S features all of Halesco’s colors. The Forest Green covers the top, in the same way it is presented on the logo, swooping over the rear haunches and forward over the hood, coming to a point at the bottom of the front fascia. The Tampa Teal is presented on the right front quarter panel and the Seafoam Green is present on the left in an identical manner, however the colors of the mirrors are inverse to the fender color.

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Rapid Response Vehicle

This 2008 Chevrolet Corvette Z06 is the quickest way to respond to an immediate Emergency. This vehicle will be tasked with arriving on the scene first and preparing the area for further assistance. These Specialty Corvettes are equipped with a collapsible backboard and mobile AED as well as a complete array of essentials for First aid. With a base color of white the Corvette features all of Halesco’s colors. The Forest Green covers the roof in the same way it is presented on the logo, swooping over the rear haunches and back over the hood, coming to a point at the bottom of the front fascia. The Tampa Teal is presented on the right front quarter panel and the Seafoam Green is present on the left in an identical manner, however the colors of the mirrors are inverse to the fender color.

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Police Car

The 2008 Dodge Charger SRT 8 is our campus police car used for criminal transport and traffic safety in the area. This car is equipped with four doors and a powerful V8 engine making it a versatile vehicle for a wide array of Police and Security Duties. With a base color of white the Charger features all of Halesco’s colors. The Forest Green covers the top, in the same way it is presented on the logo, swooping over the rear haunches and back over the hood, coming to a point at the bottom of the front fascia. The Tampa Teal is presented on the right front quarter panel and the Seafoam green is present on the left in an identical manner, however the colors of the mirrors are inverse to the fender color.

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Halesco Health Systems Brand Standards